Meta is testing a cash bonus program for creators on its Twitter-like app Threads. The company spokesperson confirmed the initiative but did not provide details on its accessibility or duration. Creators can earn money based on post performance or the number of posts shared, with a minimum of 2,500 eligible views required for payouts.
The invite-only program aims to boost engagement on Threads, which has seen a surge in downloads since its launch in July. Currently, Threads is the top app in the Apple App Store, surpassing X (formerly Twitter) in popularity. Meta CEO Mark Zuckerberg expressed optimism about the app's growth potential during the company's Q4 earnings call.
In addition to Threads, Meta is also testing a 'Spring Bonus' program on Instagram, offering creators incentives for engagement on various types of posts. This move follows the shutdown of a previous bonus program for reels in March 2023. Instagram head Adam Mosseri hinted at the return of bonuses in October.
The payment programs for creators reflect Meta's efforts to retain users and compete with platforms like X and newcomers Bluesky and Mastodon. By incentivizing content creation, Meta aims to establish Threads as a leading discussion-oriented app in the social media landscape.
